The Private Club Is Making a Comeback. Rich Millennials and Remote Workers Have Found Their Hangout.

Recently featured in Barron's – A recent report said that 34% of members saw their clubs as more important since before the pandemic, mostly due to maintaining friendships. Roughly 73% of members use clubs to connect with friends.

“Private clubs offer a much more convenient and intimate option to meet friends, clients, or family,” Zack Bates, CEO of Private Club Marketing, a marketing consultancy firm that works with member-based clubs, said late last year. “These clubs can communicate directly with individual members on a much more personal level than, say, a public restaurant or bar.”

Read the full article at Barron's PENTA: Click Here

 

Press Clippings: Private Clubs and Restaurants Offer Exclusivity – and Great Wine & Food

Mile-long wait lists, exceptional wine programs, award winning culinary teams, in masterfully designed spaces there's not wonder demand for exclusive private clubs and restaurants has weathered the pandemic and returned with a bang! Check out our recent contribution to Sotheby's Magazine Reside below “For Members Only – Private Clubs and Restaurants Offer Exclusivity – and Great Wine and Food”

club estates

Private Club Marketing announced the launch of Club Estates

Club Estates features the most luxurious and exclusive golf course and private club properties around the world.

Private Club Marketing will assist developers and agents through the Club Estates platform to increase exposure to the high-end real estate consumers and professionals around the world. A unique and engaging digital content strategy through its branded website, social media channels and hyper-targeted email database of 50,000+ HNW golf and tennis enthusiasts.

Club Estates will rollout a robust searchable IDX interface, which is under development for phase 2 of the website. Developers and agents can upload their listings directly to the site for features in 6 initial launch markets, including; California, Nevada, Scottsdale/Phoenix, Florida, Texas, and Coastal South Carolina.

Properties not in the initial launch markets will still able to be featured on the website through showcase content placement.

Visit https://clubestates.com and follow on Facebook, Instagram and LinkedIn

Private members’ clubs find favour with conscientious Millennials

In the cavernous, smoke-filled rooms of the gentlemen’s clubs of the late 1800s, men would gather after work under the light of gleaming chandeliers, surrounded by fine oriental rugs, wine-coloured Chesterfield sofas and plush wing-back chairs. Here, they could swill whisky, play billiards and relax with like-minded aristocrats.

But these stuffy, labyrinthine clubs have increasingly become monuments to the past as new and exciting players firmly establish themselves as a fixture in the Millennial routine.

In other words, standards are changing: while well-off Millennials still want the prestige and exclusivity offered by private clubs, they are also looking for a holistic lifestyle experience. This could include a technologically advanced workspace, a sophisticated spot in which to network and drink, or a dedicated area for fitness and wellness.

While legacy clubs still exist in dusty old buildings, young entrepreneurs are eschewing the cigars and pageantry in favour of airy, modernised townhouses where business and pleasure blend together seamlessly.

Continue Reading at European CEO

The Tennis Club at Newport Beach partners up with Private Club Marketing

We are pleased to announce Private Club Marketing has entered into a Club Management Partnership with The Tennis Club at Newport Beach, next to Fashion Island and Newport Beach Country Club.

Private Club Marketing will work with the existing ownership and management. Many new improvements are already underway including; resurfacing of tennis courts to US Open Tennis Championship's quality (with US Open colored courts), addition of 12 Pickleball courts, match arranging, a new food and beverage partnership with Newport Beach Country Club and some great upcoming social member events.

Stay tuned for more exciting updates.

5 Takeaways from the Florida Membership Marketing Summit

For anyone working in membership sales and club marketing, there was no better place to be this May than the Inaugural Florida Membership Marketing Summit. Held in Naples, Fl the event was an opportunity to learn and share with other membership thought leaders and practitioners working to promote membership at over 80 resort, golf, yacht and country clubs. This year, it was encouraging to see five different presentations that featured customer service, social selling, and marketing technologies. The summit also served as a great opportunity to learn about some of the challenges and opportunities in the private club industry, specific to Florida.

Here are five quick takeaways from the Summit:

Customer Service is a Contact Sport
Getting your club staff to recognize that they are part of the membership sales and retention process. From remembering names to preferences, to a simple smile. Here are the 5-E's to improve your customer experience.

Club's Need a Multi-Faceted Marketing Strategy
Susan Green from the Oaks Club put together a panel of experts on club marketing. From social media to curated content in print, web, and video all need to be part of your marketing strategy moving forward. When establishing a marketing plan be sure to include ways to show ROI for every dollar spent. If you cannot give definitive ROI and tracking, move on. Here are some great ways Private Club Marketing can assist your club to execute its marketing strategy.

Automated Chatbots are an Asset to Signing New Business
Setting up automated chatbots to answer simple questions like “when is Taco Tuesday? Or, what's the Dress Code?” can drastically improve member and guest communication and free your membership and admin team up from these daunting questions that members constantly reach out to ask you. In addition, a non-automated chatbot can allow you to connect with more website visitors looking for membership and event information. Check out Private Club Marketing's website for an example of how Chatbot's work. CLICK HERE

Your Club Should be on Social Media (Regardless of non-profit status)
Whether you like it or not, most of your members are already on social media platforms like Facebook and Instagram. Fish where the fish are! Try to limit advertising all the time on your posts (especially if your a not-for-profit club). Members want to see what's coming up and been happening at your club – share those and watch your social media engagement grow. Here's our Social Media Tips for Private Clubs.

Elevate your PR Strategy
Have new and exciting things coming up at your club that you want the local paper to write about? Be sure it's newsworthy to the public and not just your members. Start fostering relationships with your favorite writers, bloggers, and photographers sooner than later (recommend before you start a major renovation or announcement). When submitting news to your local paper it's best practices to have a press release already written and completed for the paper's editorial team. That way they have most of the work done and may just need to follow up on a quote or 2 from your press release.

Private Club Marketing CEO Zack Bates Named to 25 Most Influential People in Luxury Digital to Follow

Since Verb Brands curated their last installment of the leading luxury influencers in 2015, the world of digital marketing has been revolutionized again. Luxury brands are now starting to catch up with the rest of the industry and deliver incredible, immersive and customer-focused digital experiences. 2017 was been led by some incredible brands and some incredible people behind those brands including Digital Director at Soho House & Co Kris Shaw, Jeremy Langmead the Brand & Content Director at Mr Porter, Tiffany Dowd founder of Luxe Social Mediaand Anna Nash Head of Global PR and Communications at Aman Resorts. Here is Verb Brands' list of the 25 most influential leaders in the current luxury digital world, rounded out by Private Club Marketing's CEO Zack Bates.

Click to see the list

Platinum Clubs of America announces Preferred Partnership with Private Club Marketing

Platinum Clubs® of America and Platinum Clubs of the World, representing the top 5% of private members’ clubs around the globe announces its newest preferred partnership with Private Club Marketing, Inc.

Dennis W. Burns, Executive Director at Club Leaders Forum explains, “Our exclusive list of Platinum Clubs are always looking for ways to better communicate with their members, drive referrals and increase value and we are delighted to align ourselves with one of the most respected and innovative Membership and Marketing Consulting firms in the nation.

Private Club Marketing enthusiastically supports the work of Platinum Clubs of America and Platinum Clubs of the World. Its peer evaluation, nomination, and voting uphold the highest standard in ensuring only the top private clubs make its list. “We couldn’t be more pleased to be invited into this partnership with Platinum Clubs of America and Platinum Clubs of the World,” said Zack Bates, Founder of Private Club Marketing. “Our business was literally built through the introductions from Members of the many Platinum Clubs we’ve been honored to work with over the years. We look forward to continuing sharing our common values that inspire opportunity and celebrate our members and traditions with Platinum Clubs of America and its list of exclusive properties.”

“We are thrilled to welcome the newest preferred partner, Private Club Marketing, to the Platinum Clubs family,” said Don Emery, CCM, General Manager, Pacific Palisades, CA. “As a general manager who’s worked with Zack Bates and his team in the past, Platinum Clubs couldn't have picked a better-preferred membership and marketing partner.”

 

About Platinum Clubs of America

The body that elects Platinum Clubs of America has remained unchanged over the past 20 years as CMAA Managers, Club Presidents and owners have been invited to participate every two years. This group, comprised of the most informed and respected individuals, selects the best Private Clubs in America.

Platinum status in the Private Club industry has been the most revered since its establishment in 1997 by Chairman Emeritus, John Sibbald. Over the years, the criteria have been updated to be relevant and adapt to changing times in the industry. The election to establish the top 5% of Private Clubs of Excellence takes place in the Fall of even years. Categories represented are Golf, Country, City, Athletic, and Yacht Clubs.

 

About Private Club Marketing

Private Club Marketing is a luxury marketing, branding and membership sales consulting firm specializing in private clubs, golf communities, resort destinations, boutique hotels, estates and unique lifestyle environments. We assist Developers, Owners, Financial Institutions, and Management Companies make big decisions on envisioning, strategy, marketing, sales, and organization.

Our core mission is to improve the member experience by offering lifestyle expertise that inspires opportunity, influences choices and celebrates our members and traditions. Whether needs be a curated sales strategy, creative marketing direction and design, photography, social media, content, and marketing collateral development or website design and management; Private Club Marketing have a coveted reputation for delivering and providing a ‘turn-key’ approach to marketing essentials.

Private Club Marketing Named ‘Membership Consulting Firm of the Year’

After overseeing the most exclusive private club reopening in the United States, Private Club Marketing receives top award by club industry peers as the Membership Consulting Firm of the year.

Private Club Marketing has been recognized by independent industry judges as the 2016 Membership Consultant of the Year by GolfInc Business. The accolade follows a year of stellar growth and success as Private Club Marketing further solidified its position as the leading membership consulting and management agency in America. Revenues have increased by over 100 percent, while agency staff has grown to include photographers, content writers, and social media experts.

Meanwhile, Private Club Marketing continued to grow its client list of prestigious clients to include top ranked Golf, City and Yacht Clubs, as well as acclaimed luxury resorts in coastal California.

Notable work over the year has included new clubs to its membership management portfolio (Private Club Marketing successfully oversaw the sales and marketing efforts of the new $40 million dollar Newport Beach Country Club – which opened to a sold out membership with initiation fees increasing to over $100,000).

Further, Private Club Marketing established a professional resource platform for Membership Professionals called ToolKit; creating the industries first online resource center for membership and marketing professionals of private clubs to connect with best practices, featured interviews with membership directors and a Q&A forum for club-type specific inquiries.

Zack Bates, chief executive of Private Club Marketing, said: “We’re thrilled to be named Membership Consulting Firm of the Year by GolfInc Business. We’ve had a brilliant year helping private clubs and luxury resorts grow influence and revenues. It’s great to be recognized for something we are passionate about and love doing.

Should Private Clubs Outsource Marketing or Go In-House?

How dynamic is your current membership/marketing team? Many private clubs are learning that outsourcing marketing responsibilities can be a good idea.

To decide whether you should outsource your entire marketing strategy, part of your efforts, or none at all, you need to really understand your club and its capabilities.

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